New technologies are enabling an ever greater degree of insight.
For instance, sensors embedded in wearables can detect emotional and physiological states even as the devices can infer what the wearer is doing, based on time of day, location, payment information and so on.
Today’s consumers have developed expectations for hyper-personalized goods, services and recommendations, and are starting to take for granted that the data they provide will be used to create tailored offerings.
The next step is for brands to predict what individual consumers will want and serve it up at the right time and place.
“A lot of times people don’t know what they want until you show it to them”
– Steve Jobs
Until now, it was people who intuited what consumers would want.
Currently contextual relevance means taking into account factors like location and time. The goal for marketers will be to reach people in the perfect context, taking into account additional factors like stress levels, emotion recognition and so on.
When technology can predict precise needs, the consumer won’t need to participate in the transaction, in instances where this is desirable.
Customers across categories will be disappointed when brands don’t have a baseline understanding of who they are and what they want. Predictive personalization will enable marketers of all types to offer the kind of service that VIP customers are accustomed to.